Kendrick Lamar BioSnap a weekly updated Biography.

Kendrick Lamar just electrified Mexico City, performing the hits “HUMBLE” and his recent smash “Not Like Us” at Estadio GNP Seguros to kick off the Latin American leg of his Grand National Tour. Social media lit up with video of both his sound check and his full-scale stadium set, with fans calling the September 23 show “historic.” The Mexico City appearance marked show number 40 of the Grand National Tour and comes just after the tour reportedly broke the all-time attendance record for a solo hip hop artist, according to Complex and AOL. Lamar’s festival sets always create headlines but this run seems to underscore both global demand and a new kind of superstar status for the Compton rapper, especially as online buzz continues to frame him as the “new king of hip hop.”

In the business realm, Kendrick debuted Project 3, a global creative agency launched with his longtime collaborator Dave Free under the pgLang umbrella, as reported by Bizcommunity. Project 3 aims to transform brands through creative direction, production, and strategy, with its first campaign already teased online and the acquisition of the international studio Frosty bringing extra reach. The duo’s previous pgLang ventures reshaped pop culture with collaborations for Super Bowl LIX and brands like Chanel, Calvin Klein, and Gatorade, earning six Cannes Lions and being named Independent Agency of the Year in 2023.

On the tech investment front, Lamar’s business acumen is in the spotlight after he joined DJ Khaled and Roddy Ricch in helping LA-based music tech startup EngineEars secure $7.5 million in seed funding. This company, created by Derek “MixedByAli” Ali, specializes in streamlining music collaboration and business for artists and labels, and Kendrick’s involvement signals his interest in pushing the industry forward, as reported by TradedVC.

Meanwhile, new headlines are everywhere over Kendrick’s mounting award count: he recently received two more Grammys for “Not Like Us”—winning Record of the Year and Song of the Year in 2025. He’s now collected an astonishing 17 Grammy wins out of 47 nominations. Lamar is also up for a staggering 10 MTV Video Music Awards this year, cementing his standing as a global cultural force.

Notably, recent speculation about fresh collaborations or surprise music drops remains unverified by official sources, but the rumor mill is spinning with fans hopeful for more. Public reactions and biographical observers suggest these moves—especially the tour’s worldwide demand and the Project 3 debut—may long define Kendrick’s trajectory as not just a rapper but a transformative figure in music, branding, and entrepreneurship.

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